Client
Tossin Pizza
Case Study · Integrated Marketing
How The Brand Bee unified Tossin Pizza's fragmented city-level efforts into a single, content-rich growth engine - lifting awareness, online orders, footfalls and franchise pipeline over six months.
Founded in 2013 in Gurgaon's Galleria Market by Chef Rohit Narang and Honey Mehta, Tossin Pizza brought restaurant-quality gourmet pizza to India's fast-casual scene.
Now across Delhi-NCR, Mumbai, Pune, Hyderabad and Noida, it is known for handcrafted thin crust, fresh toppings and a premium yet playful experience - synonymous with cheese pulls and late-night indulgence.
Growth across markets had outpaced the brand system holding it together - and the business needed to build direct customer relationships instead of leaning on aggregators.
Franchise investors don't buy awareness. They buy outlet economics they can trust.
Multi-city growth without a unified, consistent brand and content engine across markets.
A need to build direct customer relationships through owned social, website and app channels.
Driving dine-in traffic in peak indulgence hours while sustaining always-on digital presence.
Attracting serious investors with financial transparency and credibility - not awareness alone.
A campaign built on three pillars - awareness, advocacy and conversion - with each month tied to a specific consumer trigger, supported by continuous content production.
Master shoot, Cheese Pull Diaries and Tossin Moments - the content, the storefront, the campaigns that ran on them and the menu the guest holds at the table.
View profile →
01 · Social Media
Feed, stories and reels running off the master shoot library - Cheese Pull Diaries and Tossin Moments at four to five posts a week, shot close enough that the crust, the char and the toppings do the selling.
Permission-based customer and creator content cut for the feed and reused inside Meta ad creative - the programme that took ₹2.2 lacs out of production cost.
The ordering journey, from the story page to the menu to the item.
Built around the menu rather than the brochure. Categories carry their own counts, every item shows its veg mark, ingredients and price, and add-to-cart sits on the same screen - across outlets in Gurgaon, Delhi, Noida, Mumbai, Pune and Hyderabad.
View website →Two campaigns off the same library - one that sells the hour, one that sells what goes into the pizza.
View campaign →
The Tossin mark thrown into the night sky like a signal, the rider already on the road, and hot pizza until six in the morning. Three executions on one idea, built for the late-night push and geo-targeted inside 5-10 km of each outlet.
View campaign →
Six proof points set like magazine covers, one masthead word doing the talking on each - cold-fermented five-ingredient dough, 100% milk-based mozzarella, sauces with no added colour, bread baked in-house daily, antibiotic-free chicken and a kitchen held to its hygiene standard.
The dine-in menu - the one piece of brand a guest holds for the whole meal.
Twenty-two pages that carry the whole kitchen. Four signature crust sizes and two pan sizes priced side by side, calories printed against every size, veg and non-veg marks on every line, and a seven-icon key for garlic, herbs, chicken, lamb, pork, egg and pistachio. Base and sauce guides open the book, the dips page closes it, and the back cover hands the guest the app.
View all 22 pages →Six months of integrated brand-building and performance marketing - measured across awareness, engagement, sales and franchise pipeline.
| Metric | Result |
|---|---|
| Instagram followers | 52K → 68K (+31%) |
| UGC submissions | 160 → 428 (+167%) |
| Online orders (site + app) | 2,000 → 3,200 (+60%) |
| Online revenue | ₹26.4L → ₹47.4L (+79%) |
| Repeat order rate | 23% → 32% (+39%) |
| Store footfalls | +26% (indexed) |
| Overall ROAS (online + offline) | 3.2X |
| Influencer ROAS | 3.6X across 42 macro and micro creators |
| Franchise leads generated | 240+ (58 qualified, 11 LOI / MoU talks) |
In six months, Tossin Pizza transformed its marketing from fragmented city-level efforts into a unified, data-driven, content-rich growth engine.
Authenticity won: posts featuring real customers and influencers drove the strongest engagement and CTR, ads within a 10 km radius of outlets performed 18-22% better than city-wide targeting, and app-first users delivered 19% higher repeat orders.
By combining high-quality visual storytelling, authentic UGC, influencer credibility, precision performance marketing and a structured franchise funnel, the brand drove measurable gains across awareness, engagement, sales and pipeline - cementing its standing as one of India's most loved gourmet pizza brands while building the investor base to take it further.
Fragmented city marketing became one growth engine - 3.2X ROAS, ₹57.6L attributed revenue and a 240-lead franchise pipeline in six months.
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